1. 4. PROMOTION (Types of Promotion)
MARKETING MIX
4. PROMOTION
(Types of Promotion)

2. 4 Types of Traditional Promotion
PUBLIC RELATIONS(PR)– UNPAID references to a business to further a POSITIVE impression
GOAL - showcase business in POSITIVE manner
Three (3) Types of Public Relations:
News Releases – ANNOUNCEMENT sent to media outlets
Newsworthy developments about company (facilities/operations, partners, employees, events, revenue and earnings)

3. 3 Types of PR (continued)
Social Media way to INTERACT with customers and get feedback on company, products and service
Obtain opinions and speak directly with customers
(News Releases & Social Media GAIN publicity)
Publicity newsworthy information about business to public’s attention
Charitable donations
Avoid negative publicity

4. 4 Types of Traditional Promotion
SALES PROMOTION – All marketing activities directed at business or retail customers to boost sales (except personal selling, advertising and public relations)
Goals of Sales Promotion are to:
INCREASE sales
INFORM potential customers about NEW products
CREATE a positive business image
Coupons
Product samples
Money-off promos
Premiums/Giveaways
Point of Purchase (POP) displays
Running contests / competitions
Visual Merchandising
Promotional Tie-Ins

5. PROMOTIONAL TIE-INS
Promotional Tie-Ins – involves TWO OR MORE products advertised, marketed, or sold together
Coordinated sales promotion arrangement between the RETAILER and MANUFACTURER in order to:
Gain attention
Enter new markets
Create in-store Awareness
Build sales
Obtain more shelf facings

6. PROMOTIONAL TIE-INS

7. 4 Types of Traditional Promotion
ADVERTISING – Companies PAY to promote ideas, goods or services
NON-PERSONAL promotion
ONE-WAY message
NO DIRECT interaction

8. 6 Types of Advertising Media
PRINT MEDIA – includes newspapers, magazines, direct mail, signage, and billboards
BROADCAST MEDIA – includes television, product placement and radio
INTERNET MEDIA – includes website, social media and

9. 6 Types of Advertising Media
MOBILE MEDIA – includes Web browsers and apps
SPECIALTY MEDIA – includes giveaway items (pads of paper, pens, etc. imprinted with your business’s name, logo, and/or other message)
SPONSORSHIP–resources and services for purpose of being seen as a supporter of an organization’s event, program or product offering

10. 4 Types of Traditional Promotion
PERSONAL SELLING – PAID sales associates to interact with the store’s customers
Form of personal promotion since it relies on PERSON-TO-PERSON interaction
Form of PAID promotion since sales associates are PAID for their work
Effective if sales associates are friendly, knowledgeable, and helpful so that customers leave with a positive impression of the business